Two Indian men had no idea their new business would cause so much controversy; after all, it’s a simple clothing store – called “Hitler.”

Rajesh Shah said the title is a reference to his business partner’s strict uncle, who everyone dubbed “Hitler” for his authoritarian attitude.

“We had put up a cloth banner for over a month saying ‘Hitler opening shortly,’ no one objected to the name then,” Shah told The Times of India. “Frankly, till the time we applied for the trademark permission, I had only heard that Hitler was a strict man. It was only recently that we read about Hitler on the internet.”

Jewish groups in the city of Ahmedabad, India – home of Mahatma Gandhi – suggest Shah is, at best, ignorant of Adolph Hitler’s murderous history.